What makes brand Kareena the heartthrob of marketers?

This summer brands have got greedy for Bollywood actress Kareena Kapoor. Last month itself, two brands (Limca and Alpenliebe 2 Choco Eclairs) have signed the celebrity as the endorser for their product. In fact, the grapevine says that with these new deals the actress’ endorsement fee has gone further up. So much so, that she is now the highest paid actress for endorsements, overshadowing her closest competitor Katrina Kaif. So what makes Kareena sizzle in the brand market? And what does brand Kareena mean for the marketers and consumers?

Youthful and sensual
Brand personality or personification of the brand in terms of human traits indicate emotional associations of the brand with the consumer, thus enhancing brand equity. Hence, when it comes to key brand attributes of Kareena Kapoor: Youth is the first word that the marketers and the experts mention.
Anupama Ahluwalia

Anupama Ahluwalia, Vice President Marketing, Coca-Cola India and South West Asia

Talking about Kareena as the new endorser for Limca, Anupama Ahluwalia, Vice President Marketing, Coca-Cola India & South West Asia said, “Charming, vivacious, popular with India’s youth, she is a great fit for the brand. She symbolizes this fresh, inspiring, spontaneous energy and we feel she brings out our brand ethos perfectly and being an achiever in her own right, she carries our new message with immense credibility.” Limca has launched a new campaign and a new positioning of getting more thirsty and pushing oneself.

Experts are of the view that Kareena is a very strong youth icon, one who does not follow the rulebook. Dr. Falguni Vasavada Oza, Associate Professor, Marketing, MICA says, “Be it her size zero act or her openness about dating somebody much older than her, the actress has an image of a person who is unconventional and breaks the rules and that’s why a lot of youth brands are hopping on to her.”

Confectionary brand Alpenliebe 2 Choco Eclairs from Perfetti Van Melle has also roped in Kareena to endorse the brand. This is the first time that a celebrity has been taken on board by clairs category. But surely one wonders if Kareena is iconic for youth why a confectionary brand like Alpenliebe Eclairs has chosen her?

The killer factor: royal and spontaneous

Nikhil Sharma, Director Marketing, Perfetti Van Melle India, promptly answers, “When it came to selecting the right brand ambassador for Alpenlibe Choco Eclairs, Kareena was a unanimous choice. The chocolate eclairs category is sensual because of chocolate‘s connotation with sensuality. Kareena has that sensuality along with a quirkiness and humour element, which is also a key ingredient in confectionery segment.” Also, the clairs category is one that positions itself as youth and is increasingly focusing on teenagers and young adults.

The style quotient

Apart from her vibrating youthful energy and sensual shades, Kareena is one Bollywood actress, who symbolizes style and fashion. And it’s because of her style quotient that the actress became the first Indian actress to launch her own line of clothing ‘Kareena’s trends’ an international high end brand of clothing. This trait of her personality is reflected in the fashion quotient of brands like Lavie, thus making her personality blend with that of the brand. For instance, handbags brand Lavie also signed Kareena as its face to touch the heart of its target group which is young women. Such complementing brand attributes of the celebrity and the product, not just influence purchasing decisions but also create brand loyalty among consumers.

So, what sets this tinsel town lady apart from her contemporaries like Katrina Kaif, Asin, Anushka Sharma, Priyanka Chopra and others? Well, experts think it’s her spontaneity and legacy that sets the brand attitude for the product she endorses. The Kapoor family legacy gives Kareena the touch of royalty and her association with beau Saif Ali Khan has added to that quotient. Going forward many brands that are considered royal and exclusive may look at roping in Kareena as their face. And while comparisons are enough for Kareena with her elder sister Karishma Kapoor too, many feel there too Kareena is leading the race. MICA’s OZA adds, “Out of the two sisters, I find Kareena more sophisticated and stylish and thus more appealing to today’s generation.”

Apart these two latest additions, Kareena has about 15 brands in her kitty including Lavie, Head & Shoulders, Vivel, Mahindra Scooters, and others. Experts also feel that with more luxury brands expected to enter the Indian market in the next one year, one may expect the ‘Chammak Challo’ girl to become the reigning queen of such brands considering her high royal quotient.

Source: Pitch

Kareena excited to work with Bhansali

Being one of the top actors in Bollywood is not an easy position to maintain, but for Kareena Kapoor, it's just a way of life.

After completing Madhur Bhandarkar's Heroine, she will begin work on Sanjay Leela Bhansali's Ram Leela, which will be shot in the interiors of Gujarat. Kareena says, "Sanjay is probably the only big director I haven't worked with in my career. I'm looking forward to it because every actor wants to work with Sanjay at least once. This movie will be like a painting I hang on my wall and look back at after 20 years with fond memories." In Ram Leela she is cast opposite Ranveer Singh, who is a selfconfessed fan of her work. Kareena says, "I've heard about that. I think Ranveer will be a fun guy to work with."

As of now, the actor is still finishing Madhur's project. When asked about it, she says, "The journey is on. We have 40 days to go. It is a special film that revolves around the life of a superstar." Her role will explore the psyche of an actor. The film will also see Kareena doing some intimate scenes with co-star Randeep Hooda. But hadn't she said long ago that she would do no such scenes onscreen? "I'm just doing what the script is asking for. I don't think the audience really wants to see me do such scenes. So they'll probably see my bare back or something," says the actor.

Currently Kareena is the face of many brands, including Limca's new campaign - Pyaas Badhao. She says, "The concept excited me. People would never have imagined seeing Kareena, cricket and a soft drink together. Also, my personality is like Limca -very tangy.
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